Gong Xi Kongsi Blood Donation Drive
10. Craft Kancils [10.13b Art Direction: Campaign]
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Links:
Product/Service:
Sheng Tai International Sdn Bhd
Client:
Sheng Tai International Sdn Bhd
Brief:
The irony here is simple; the need for blood always reaches its peak during festive seasons (more travellers=more accidents), yet blood banks have the lowest collection rates during festive seasons. And the reasons for this can be as inane as not wanting to break certain taboos during Chinese New Year. For example, one should avoid the use of any items that may draw blood, as it is considered unlucky. Furthermore, red packets of 'œluck' are given out during Chinese New Year, to wish blessings and wealth upon others. So this year, Sheng Tai International decided that if anyone was giving out red packets, they should be red packets that ACTUALLY matter. And they would be red packets filled with wealth AND health. So, the Gong Xi Kongsi Blood Donation Drive was born. A play of words (Gong Xi meaning well wishes and Kongsi being a Malaysian word for share) the event saw people break tradition in the hopes of making a real difference.
Solution:
We transformed the traditional and mundane blood donation campaign by creating mixed media illustrations of two hands joining in the Chinese New Year 'Gong Xi' greeting. These hands are subtly linked with elements that flow from one hand to the other, representing the 'Kongsi' of blood for those in need. The illustrations were turned into multimedia postcards that also functioned as ambient posters. Available in Chinese and English, the postcards shared unique blood facts and encouraged people to donate red packets that actually matter instead of just the usual 'ang-pows.' They quickly became collector's items along Jonker Street in Melaka, where the blood drive took place. Sandwich-board teams engaged the public by distributing postcards (which doubled as flyers) and answering questions. The campaign successfully broke taboos, attracting regular and first-time donors. Overall, it was a success, and Sheng Tai International plans to make it an annual CSR programme.
